Independent Agencies Seek Direct DSP Access
Independent firms are negotiating to bypass third-party resellers and gain direct access to advertising platforms.
Updated on Oct. 21, 2026 in Advertising
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Independent advertising agencies are currently negotiating with Amazon and The Trade Desk to secure direct access to their Demand Side Platforms. By removing intermediary resellers, these agencies aim to eliminate additional costs and gain greater control over their ad operations.
Why it matters
Direct relationships with DSPs allow smaller firms to avoid third-party reseller fees and improve their competitive positioning. This transition helps agencies secure better support and negotiation power for their clients.
Agencies report paying an additional 10% reseller fee on top of standard platform costs, while Amazon currently charges a 15% platform fee. These costs affect firms such as a 25-person Washington agency and a 20-employee Texas agency.
The players
The Trade Desk
The company operates a global technology platform that enables digital advertising buyers to manage data-driven campaigns.
Amazon
This multinational technology company maintains a significant digital advertising ecosystem through its DSP and retail marketplace.
Publicis
Publicis is a major multinational communications and advertising conglomerate that provides creative and media services to global clients.
Jeff Green
Jeff Green serves as the chief executive officer of The Trade Desk and provides strategic oversight on company platform access.
The details
Agencies currently utilize third-party service partners for essential tasks like ad setup, strategy, and optimization while paying intermediary fees. While Amazon does not require a minimum spend for direct access, The Trade Desk requires agencies to meet specific commitment levels to secure platform seats.
Timeline
Publicis ended its relationship with The Trade Desk in March 2026.
The Trade Desk discussed DSP competition during an earnings call on August 6, 2026.
Market Landscape
The move by independent agencies to secure direct access follows the precedent set when Publicis ended its relationship with The Trade Desk in March 2026. This shift reflects a broader industry push to consolidate control and bypass intermediaries in the advertising supply chain.
For clients of these agencies, the move toward direct DSP access could eventually reduce total campaign costs by eliminating unnecessary reseller markups. It may also provide smaller brands with more agile ad strategy support and deeper platform integration.
The takeaway
Independent agencies are prioritizing direct platform access to cut overhead costs and improve operational efficiency. Businesses working with agencies should inquire about how these direct relationships might optimize their specific advertising spend.
Further reading
For more on industry shifts, visit the Advertising section.
Source note: This article includes information reported by Digiday.
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